Seeing The Use Of Music To Build Image Through The Gaia Music Festival

JAKARTA - The Gaia Hotel Bandung has held the Gaia Music Festival three times: Jazz in the Valley. This year, the fourth edition with the theme for the love of music will be held on August 1 and 2.

Gaia Music Festival is not just a music event, Aven Putranto as Executive Assistant Manager of The Gaia Hotel Bandung said, this event is part of an effort to build a hotel image (branding), which does make music and film one of the main pillars.

"We have four pillars, one of which is music and film. In addition, we also have wellness and art," Aven said at a press conference in Kuningan, South Jakarta on Wednesday, June 25.

"Usually hotels in Bandung or hotels are generally only promotions for rooms or New Year's activities, but for branding we must have music, there is a movie, there is art, and there is wellness. That's what we want to convey to the public," he added.

The music event became the flagship to build a hotel image, not without reason, Asep Munandar as Chairman of the Gaia Music Festival 2025 said that his party learned a lot from the three editions of the Gaia Music Festival that had been held. He called music not only useful as limited to entertainment, but also as a means to build an emotional connection.

We are very grateful that the Gaia Music Festival continues. These three years we have learned, not only looking at the quality of the music itself, but also in terms of audience experience," said Asep.

He continued, the theme chosen for this year is the result of learning obtained from the previous three events with many stories and meanings obtained.

This year's theme was born of deep reflection after we have walked so far, four years. Music for us is a universe that can unite different backgrounds, "he continued. We can see that the audience who came is very diverse, that's why we also make various lines ups.

The seriousness of making music one of the pillars was also stated by Bagas Kandiatmono, the Founder of Mount Indonesia Jazz, who expressed his admiration from the start to be involved in this event in 2022.

"They seem very serious about this pillar. They even have a music studio in the hotel. I didn't expect them to be so serious about the pillars of this music," Bagas said. That's why when we arrived, yes, we immediately felt it matched the concept of Gaia.

Meanwhile, the line-up for this year's event will be filled by Yura Yunita, Trisum (Balawan, Dewa Budjana, Tohpati), ArumtaLa, Guernica Quartet, Tulus, The Aartsen, Jordan Susanto, and Song Brothers.

Further information about the series of events and ticket sales can be seen through the official Instagram account @gaiamusicfest.